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Facebook Looks to Add Pressure to Apple and Further Emphasize Concerns Around App Store Policies

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facebook looks to add pressure to apple and further emphasize concerns around app store policies

While there are many words that you could use to describe Facebook as a company, one that’s increasingly come to mind in recent times is  ‘opportunistic’.

Mostly, this applies to the way Facebook has copied competitors, or released similar functions to blunt their momentum, to varying effect. But Facebook is also now finding more ways to gently nudge decision-makers and policy groups into shifting their attention to where it would prefer, using media momentum and other discussions to highlight certain elements and debates that could ultimately benefit its organization.

Case in point – this week, Facebook has said that it tried to be more transparent with its users as to where any money raised via its new paid events tool will go, with respect to fees and charges implemented by the App Store, but was blocked from doing so by Apple.

Facebook events

As Facebook noted in the launch announcement for its new live events function:

“For transactions on the web, and on Android in countries where we have rolled out Facebook Pay, small businesses will keep 100% of the revenue they generate from paid online events. We asked Apple to reduce its 30% App Store tax or allow us to offer Facebook Pay so we could absorb all costs for businesses struggling during COVID-19. Unfortunately, they dismissed both our requests and SMBs will only be paid 70% of their hard-earned revenue.”

As reported by Reuters, Facebook now says that it tried to add a notice in-app to let users know that 30% of any funds they raise via their events will go to the App Store, but Apple refused on the grounds that it’s “irrelevant” information.

Facebook provided this statement to Reuters:

“Now more than ever, we should have the option to help people understand where money they intend for small businesses actually goes. Unfortunately Apple rejected our transparency notice around their 30% tax but we are still working to make that information available inside the app experience.”

It’s a gentle nudge, which adds just a little more pressure to Apple, which is already being scrutinized over its App Store policies, via an ongoing antitrust investigation in the US.

Apple’s also being confronted in a more public manner via a new battle with games developer Epic, which has taken on Apple direct over its imposed 30% cut of any in-app sales via iOS apps.

Indeed, Epic’s description of Apple’s behavior certainly seeks to make the case the Apple is using using its market dominance in an unfair, and restrictive, way:

Apple’s policies are so restrictive that they block gaming services like Microsoft xCloud, NVIDIA GeForce NOW, and Google Stadia from existing on iOS. Apple’s policies would have even blocked the World Wide Web if it had been invented after the iPhone, because Apple policies disallow running code not reviewed by Apple, accepting payments directly from customers, and accessing content not reviewed by Apple  all fundamental features of the web. These policies, together with Apple’s chilling enforcement strategy, directly impede innovation and invention of entirely new kinds of apps, games, and businesses.”

Epic, which is currently facing various restrictions in the App Store, is planning to challenge Apple in court, which could see Apple eventually forced to change its policy approach.

But then again, it probably won’t – Apple will argue that it’s free to manage its platform as it deems fit, and that it has the right to take a cut of payments. Developers don’t have to use its service, so it’s not forcing anyone to adhere to these rules.

But then again, with Apple controlling 50% of the mobile OS market in the US, choosing not to build apps for iOS is basically not an option for many developers.

The Epic case has added more weight to the ongoing antitrust concerns around the company – which brings us back to Facebook, and it’s opportunistic nudges.

With renewed emphasis on Apple’s policies, Facebook is now looking to add further pointers and notes to help regulators in their consideration of Apple’s approach.

  • As noted, Facebook has today pointed out that Apple rejected its call for in-app notifications of the App Store’s 30% cut on any payments, which not only sees creators taking less money for the work they put in, but also reduces transparency
  • Earlier this week, Facebook also noted that new data tracking measures in iOS 14, which is set for release next month, will essentially cripple its Audience Network on iOS. Which hurts SMBs: We understand that iOS 14 will hurt many of our developers and publishers at an already difficult time for businesses,” Facebook explained. “Many of these are small businesses that depend on ads to support their livelihood.”  
  • Earlier this month, Facebook launched a new version of its Facebook Gaming app on iOS, which has been significantly stripped down for iOS devices due to App Store rules which restrict which elements can be included in apps. 

Each of these cases is another reminder to regulators, another mark that highlights Apple’s rigid policies. And while Facebook isn’t taking such dramatic measures as Epic Games, and removing its apps and functions entirely, you can see how Facebook is using the additional media coverage around the Epic situation as a means to add more pressure to the situation, and Apple itself, amid the rising debate.

Interestingly, Facebook has also reportedly undertaken similar measures to sow fears about rising competitor TikTok.

According to The Wall Street Journal, Facebook CEO Mark Zuckerberg, in various meetings with US politicians last year, sought to highlight concerns about the app’s ties to the Chinese Government. These meetings were conducted before any official investigations into TikTok had been announced.

As per WSJ, Zuckerberg met with several senators, in which he pointed out TikTok’s obligations and links. Zuckerberg also made the same case to US President Donald Trump during a private dinner last October, emphasizing the threat that Chinese internet companies pose to American businesses.

The US Government announced a national security investigation into TikTok in November, just weeks after Zuckerberg’s push.

It’s interesting to note the timeline, and how that could relate to Facebook’s latest actions to stoke concerns with Apple’s policies. It also raises questions as to the potential connections between Facebook and US senators. Facebook has been notoriously lenient on posts from US President Donald Trump, for example, even going so far as to give Trump the benefit of the doubt on his controversial ‘when the looting starts, the shooting starts’ comment in relation to the #BlackLivesMatter protests.

As per Zuckerberg:

The President later posted again, saying that the original post was warning about the possibility that looting could lead to violence. We decided that this post, which explicitly discouraged violence, also does not violate our policies and is important for people to see.”

Which is interesting, right? Most other users would not get a chance to explain themselves, or provide more context. Of course, the US President is in a different category to regular users anyway, but it is worth noting the subtle connections and links that Facebook seems to increasingly be using to help advance its agenda in varying forms. 

Socialmediatoday.com

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7 tips for creating great digital presence

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7 tips for creating great digital presence

DEAR READERS: Companies of all kinds are finding it imperative to build a digital strategy to compete in a world where almost everyone is shopping and doing business online. How can small companies, including startups and those with just a few employees, get the kind of following on their websites and social media platforms that they’ll need to succeed?






There are several steps to take to build your business online.




It is a problem many companies are trying to get their arms around, according to everyone I reached out to. Here are a few tips to get started on the road to social media success:

Develop clearly defined goals. “Determine your objectives, whether they are enhancing brand awareness, generating leads or driving sales growth, as they will serve as guiding principles for developing your strategy,” suggests Dmitriy Shelepin CEO and head of SEO at Miromind.

Identify your ideal followers. That means going beyond demographics like gender and age, according to brand consultant Faith James, CEO of The Personal Branding Consultancy. “It’s important to go deeper into their psychographics — how they think, what motivates them, what their core desires are,” James says. “By focusing on the psychographics, you focus on the emotional connectors that build a stronger connection which goes beyond just the transactional ‘buy my stuff.’ ”

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Choose and prioritize platforms. Shelepin says it is crucial to choose platforms “that resonate with your desired audience and align with your business objectives,” and suggests focusing on one or two of those platforms “to deliver quality over quantity.”

Provide value. James says value can come in various forms, but stresses that it boils down to “helping your audience get a small win in the areas that are meaningful to them.

“If a hair salon is looking to grow their following, they might offer tips on their website and social media platforms such as ‘How to Have Your Hair Color Last Longer,’ ‘3 Tips on How to Beat the Humidity Frizz,’ or ‘How to Avoid Chlorine Damage While Swimming at the Pool,’ ” James says.

Value also can come by educating and informing your audience with things like educational blog posts that establish industry expertise, Shelepin adds.

Invite engagement. This is an essential step, James stresses. “In all instances, the business would invite the audience to share their own hair drama stories, share their own tricks they are using to make their hair color last longer, and invite the audience to submit their own questions about hair care,” James explains.

Build relationships. “Use social media to connect with customers, respond promptly, and share relevant content,” Shelepin says.

Don’t forget about email. It is a great way to maintain customer relationships and to deliver exclusive content and special offers like discounts, Shelepin explains.

Shelepin acknowledges that businesses won’t realize success in the digital realm overnight, but stresses that success is possible to achieve.

“It’s important to maintain consistency, in creating content and engaging on media platforms, as building an online presence takes time,” Shelepin concludes. “By adhering to these strategies, small businesses can cultivate a strong digital presence, enabling them to thrive in today’s competitive landscape.”

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LinkedIn Expands ID Verification to More Regions

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LinkedIn Expands ID Verification to More Regions

LinkedIn continues to expand its own identity verification offering, via a new partnership with Persona which will enable users in more regions to confirm their ID in the app.

As you can see in this sequence, with LinkedIn’s new ID verification process, users in certain regions now able to confirm their ID documents with Persona, in order get a verification badge added to your LinkedIn profile, which confirms that you’ve uploaded and verified your government ID with one of LinkedIn’s partner providers.

LinkedIn Persona ID confirmation

You can see the verified icon next to my profile name in the second image, which adds another level of assurance that I am, in fact, a real human being, with a government ID linked to my identity.

LinkedIn initially launched ID verification for users in the U.S. back in April, via a partnership with identity platform CLEAR, which is best known for providing faster check-in at airports. LinkedIn then expanded its CLEAR partnership to enable users in Canada and Mexico to also confirm their documents, with this new partnership providing the ID confirmation option to a lot more users.

As per LinkedIn:

In Argentina, Australia, Bangladesh, Brazil, Chile, Colombia, Indonesia, Kenya, Malaysia, Morocco, Nigeria, Peru, Philippines, Saudi Arabia, and the United Arab Emirates, the identity verification is performed by Persona, a third-party identity verification service. It’s available in each country for those with a valid NFC-enable passport.”

(Note: It may not be available to all users in all of these regions as yet)

So, the requirement is that you need a government-issued passport, with an NFC chip, and a means to scan that chip in as part of the process, though Persona notes that “if you’ve ever used your phone to tap for payment, then it is NFC-enabled”.

So now, a lot more LinkedIn users will be able to confirm their identity, and add an extra layer of assurance to their profile, helping to let people know that they are dealing with an actual person, and that your information is more likely to be legit.

And given the latest advances in generative AI, and LinkedIn’s rising push to add generative AI tools into every aspect of its platform, it does seem like this could become an essential step, as more bot profiles and personas get added to social apps.

That’s been part of the justification for X’s broader push on ID verification, which has now stretched to charging new users in some regions a small fee to interact in the app.

X owner Elon Musk has repeatedly noted the rising risk of AI-enabled bots taking over social apps, with user payments, in his view, being the only way to stop them. But LinkedIn’s trying another approach, and it does seem like providing free ID confirmation will be more widely adopted, which could make it more effective in this respect.

And by outsourcing the actual verification element to a third party, it’s also less labor intensive, though it does also mean that another group is involved, which can make some feel a little uneasy about sharing their documentation and selfies.

Still, it’s a pretty simple process, and it’s free, and if LinkedIn starts putting more emphasis on verified accounts, by say, ranking them higher in search results, that could get a lot more people taking it up, and adding a gray tick.

The other question then is what do CLEAR and Persona get out of this deal?

In both cases these ID platforms get more data, with users also required to open a CLEAR account when confirming their info via its system. Persona will also take in some user data, which will expand its database, though you can opt out of letting either company keep your info in perpetuity.

Persona also notes that it will generate “facial geometries for both the image obtained from your government ID and the user submitted selfie”, which it will then use in its analysis with your ID to confirm your info, though Persona won’t keep your geometric data on file.

Essentially, you’re going to have to trust your ID data with another company, which not everyone will be comfortable with. But if you’re okay with it, again, the process is easy, and it could add some extra assurance to your LinkedIn presence.

You can learn more about LinkedIn’s ID confirmation options here.

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Ad Spend Wasted On Invalid Traffic Could Reach $72B In 2024 11/28/2023

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Ad Spend Wasted On Invalid Traffic Could Reach $72B In 2024 11/28/2023

The latest analysis of the effects of
invalid traffic/IVT estimates that the problem will result in $72.37 billion in wasted ad spend in 2024 — up 33% from an estimated $54.63 billion wasted in 2022.

The report, from marketing efficiency platform Lunio, was based on an analysis of 2.6 …



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